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William L. Haig
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The Power of Logos: How to Create Effective Company Logos Hardcover – 30 April 1997

by William L. Haig (Author), Laurel Harper (Author)
4.4 out of 5 stars 2 ratings
This book brings together both design and marketing expertise to explain how to create a truly effective company logo. It demonstrates and explains how to integrate concepts such as credibility, familiarity, and the essential spirit of a business into a logo design. Written for both the designer and the company manager, it defines the meaning of "credibility" and then demonstrates the kinds of qualities that convey credibility in a company logo. You need this book if you are: A designer attempting to understand:
  • marketing and business concepts
  • how to translate "credibility" into design
  • the defining qualities of a business
  • what a client is saying
  • the many applications of a logoA manager attempting to understand:
    • how to approach the task of creating a logo
    • the designer’s perspective
    • what message a company logo should convey
    • how design can be used to symbolize expertise
    • how to communicate clearly with a designer
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  1. ISBN-10
    0471287784
  2. ISBN-13
    978-0471287780
  3. Publisher
    John Wiley & Sons
  4. Publication date
    30 April 1997
  5. Language
    English
  6. Dimensions
    19.5 x 1.63 x 24.55 cm
  7. Print length
    208 pages
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Product description

From the Author

From the John Wiley, Publisher, Graphic Design Catalog
John Wiley: "Masterfully delving into the creative process behind an effective logo, 'The Power of Logos' illustrates the planning, development, evaluation, and implementation of an effective company logo system."

From the Inside Flap

The Power of Logos How to Create Effective Company Logos By William Haig and Laurel Harper In this trailblazing new book, authors William Haig and Laurel Harper provide a comprehensive study and foolproof method for creating the most important business marketing tool a winning logo through that vital communication principle, credible persuasion. The Power of Logos, the first instructional book ever published on the subject, offers concise yet complete lessons on how to plan, develop, evaluate, and implement effective logos. Just what constitutes good and bad logo design, from both a creative and a business perspective? Complete with examples of great hits, these pages answer that question, demonstrating the power of credibility persuasion in logo design. This book shows how to avoid creating logos that project the wrong message, and focus instead on the essential elements that give a logo its power to attract, motivate, and influence the various audiences a company needs to reach. But above all, a logo must inspire confidence. The Power of Logos provides step–by–step guidance to reach that vital goal. Once you absorb those basic principles, you ll soon know how to create a logo that:
  • reflects a firm s most essential characteristic
  • or basic spirit of its product or service;
  • can be identified instantly across interna–
  • tional boundaries and language barriers;
  • becomes a familiar symbol of respect, con–
  • tinuity, and expertise in its field; and
  • has longevity.By showing how to incorporate the credibility persuasion principle into your work, this book offers a unique approach to logo design. The authors also accentuate the importance of establishing a symbiotic relationship between the graphic designer and the client or company manager. Clear and concise communication between the client and the designer result in a visually articulate and highly identifiable logo that represents the company s credibility. Showcasing hundreds of logos, this visually stimulating book provides up–to–date case studies and valuable how–to information for graphic designers, students, marketing directors, and business owners alike. The Power of Logos will prepare you to design a trademark that will work as well painted several feet high on a billboard as it will embossed on a business card, printed on a product label, sewn on a uniform, or flashed across a television or computer screen, right into the 21st century.

Product details

  • Publisher ‏ : ‎ John Wiley & Sons (30 April 1997)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 208 pages
  • ISBN-10 ‏ : ‎ 0471287784
  • ISBN-13 ‏ : ‎ 978-0471287780
  • Dimensions ‏ : ‎ 19.5 x 1.63 x 24.55 cm
  • Customer reviews:
    4.4 out of 5 stars 2 ratings

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William L. Haig

William L. Haig

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Top reviews from other countries

  • J. Crowe
    5.0 out of 5 stars A important part of logo design often overlooked
    Reviewed in the United States on 30 January 2014
    Verified Purchase
    Many books on logo design focus on the art as message and not on the importance of creating a brand identity, or image, that is credible to the viewer. This book examines how difficult, but essential. it is to bring idea and graphic image together in a unique design that is credible to the viewer.
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